MilkPEP is using social media to engage with milk lovers over the breakfast tray.

From behind a row of computer monitors in a Chicago office, social media detectives track milk-related breakfast posts from 8 a.m. to noon every weekday. They keep tabs on sentiment, engage milk drinkers, broadcast testimonials from celebrities like Maggie Gyllenhaal (see photo), and offer recipes and health tips. Their purpose? To humanize and promote the national “Got Milk?” campaign.

The installation is called a social media “listening and engagement center,” and it’s the creation of the public relations firm Weber Shandwick.

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Source: Mashable Business